Obesity study points the finger at fast food sponsorship

By Siobhan Leathley, January 12, 2012 @ 4:07 pm

New Zealand’s increasing levels of obesity and Type 2 diabetes can be linked to fast food corporations sponsoring charities and sports events, according to Waikato District Health Board.

The board has issued a discussion document, Obesity, diabetes and fast food – the impact of marketing to children, that suggests corporations’ backing of sporting activity sends conflicting messages to our youngsters.

With McDonald’s sponsoring athletic events and Burger King supporting the Breakers, it’s easy to see why children become confused.

The paper's author, Waikato DHB population health policy analyst Nick Chester, said people have been conditioned not to notice this subtle advertising. He suggests this is part of the “obesogenic” world we live in, with inactivity and sedentary jobs promoting over-eating of unhealthy food.

A McDonald’s spokeswoman defended McDonald’s as a meal choice to the Herald.

"We've worked hard to ensure we can provide healthier choices for our younger customers, and now more than 50 per cent of our Happy Meals sold include a choice like fruit juice, water or apple slices."

The 2006/07 Health survey found that one in five New Zealand children were overweight, and one in 12 was obese. These children were unlikely to lose weight when they got older.

Comments

Vincent Heeringa

January 13, 2012 @ 9:14 am

The problem with the world according to public servants is that they imagine everything can be 'funded' by the tax payer.

Who's going to pay for the soccer clubs, rugby teams, equestrian events, triathlons and so on, if not filthy, evil, greedy capitalists?

It's a trade-off that makes sense to anyone grown-up enough to understand.

Mind you, the East Germans did produce some impressive gymnists.

Tom Belford

January 13, 2012 @ 12:07 pm

Hmmm, Wayne.

If the cost of obesity to the taxpayer is $600 million per year, surely that suggests the taxpayer might get more bang for the buck by supporting the local rugby team directly, rather than paying for the consequences of McDonald's promotion of Super-Size Macs.

Just like it might be better to spend a few thousand on proper parenting support than $90k per year to house a prisoner.

Vincent Heeringa

January 13, 2012 @ 10:58 pm

Hmmm Harry.

Methinks that you could be right about the preventative action - but where will the tax payer get such money whilst also supporting the health system burdened by smokers, drinkers and the aged?